MullenLowe Peru Rebrands to 511 and Unveils New Innovation and Content Lab

MullenLowe Group announced today the rebranding of MullenLowe Peru to MullenLowe 511 to symbolize the agency’s evolution and the launch of its new Innovation and Content Lab.

MullenLowe 511 will continue to be led by CEO César Benavides and VP, Operations, Paco Torrico. Since the agency’s founding three years ago, it has experienced impressive growth, and now numbers 100 staff and has added key brands such as ABInBev with Guaraná, Nike, Suzuki and Unilever, amongst others.

On the launch of the new Innovation and Content Lab, MullenLowe 511 VP, Operations Torrico comments, “The Lab will go beyond our clients’ everyday needs to provide an opportunity for a deep dive into the brand ecosystem, while identifying the disruptive and relevant forms of communication that strengthen the relationship between the company and its consumers. Based on a new process of research and idea development, this dedicated team will find and create new experiences within digital and social, experiential, entertainment content generation (music, gaming, sports), innovative point-of-sale, new media, and co-branding partnership opportunities.”

The lab will be headed by Rodrigo Melgar, who was recently with Havas Tribu Costa Rica and has also been a creative director in several agencies in Lima. He will work closely with Leandro Raggio, the agency’s creative director, and with the heads of client service, planning and digital.

“We thought this new name would reflect our origin as well as our strong identity and unique personality,” added MullenLowe 511 CEO, Benavides. “It’s an exciting and energizing time for our us as we strengthen our offering and ensure that the work we create exceeds campaign goals and drives an unfair share of attention for our clients’ brands.”

The rebranding and the creation of the Innovation and Content Lab reflects and reinforces the beginning of a new phase. The name MullenLowe 511 comes with special significance, as it represents both the area code for Peru (51) and Lima (1).